Examples are disclosed for multi-level service discovery. In some examples, a first level of information indicating a service type for a service provided by a first wireless device may be transmitted by the first wireless device to another wireless device. The first level may enable the other wireless device to determine whether the indicated service type at least partially matches a service interest. A second level may then be transmitted by the first wireless device that includes a service identification to enable the other wireless device to determine whether the service substantially matches a service interest for the other wireless device. A third level may then be transmitted from the first wireless device that includes service content information. The third level may be transmitted responsive to the other wireless device requesting the service content information. Other examples are described and claimed.